Royal Robbins, a heritage apparel brand for outdoor pursuits, selected Centric Software to provide their product lifecycle management (PLM) solution.
Royal Robbins is based in San Francisco and Modesto, California, the gateway to Yosemite Valley, where Robbins and his wife Liz founded the company in the late 1960s. In 1961, Robbins made the first ascent of El Capitan’s Salathé Wall, the world’s hardest big wall grade VI climb at the time. In 1967, Liz claimed the first female ascent of the Northwest face of Half Dome. A tourist snapped a photograph of the pair atop Half Dome in tattered clothing. The image inspired them to launch a globally beloved brand known for its enduring, classic outdoor designs that work as well on the trail as they do at the office.
“Since Vice President of Merchandising and Design Liz Braund and I joined the company last year, we have applied a proven brand building framework that has set us on an accelerated growth path,” said Royal Robbins CEO Michael Millenacker. “We want to support the strong product design and development team that we have built, and Centric is the right PLM to supercharge our processes.”
In the first and second phases of implementation, Royal Robbins' older PDM system will be replaced with Centric 8 PLM. As Centric is an extremely innovative and flexible solution that is very quick to deploy, Royal Robbins will continue to scale Centric PLM as its business develops.
“Royal Robbins is a brand that stands for a spirit of daring exploration. We are excited to begin working with the team at Royal Robbins on this next stage of their adventure,” said Chris Groves, CEO and president of Centric Software. “We will partner with Royal Robbins throughout the system changeover and look forward to getting them on-board Centric’s modern, innovative solution.”
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